NEWBORN
NEWBORN (人之初集团) is a Chinese nutrition group manufacturing infant formula, complementary rice cereals, children's growth formula, and family nutrition products, serving consumers across the full life cycle and distributing via mother-baby store networks, regional distributors, and Tmall/JD.com e-commerce channels.
- Company typePrivate
- Founded2001
- HeadquartersNanchangshi, China
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What NEWBORN does
NEWBORN, operating as 人之初集团 (Ren Zhi Chu Group), is a Chinese nutrition and food group headquartered in Nanchang, Jiangxi Province, that develops, manufactures, and sells dairy and nutritional products spanning the full life cycle from pregnancy through elderly age. The product portfolio includes infant formula under brands such as 爱嘉贝比, 优邦 (New Zealand grass-fed), and 贝诗慧 (goat milk); complementary rice cereals under the flagship 加力 brand; children's growth formulas (UP1+1, 樂高K2, 樂膳V1, 樂活); student formula (學時優); and adult/family nutrition products (哎呀胃, 膳食纤维, 健康E家, 多维高钙), plus nutritional supplements (诺葆力 lactoferrin and lactase). Founded in 2001 by Li Guoyong and listed on China's NEEQ (neeq:833845), the company operates a 200-acre integrated complex with three self-owned production factories, GMP 100,000-level workshops, 258 quality control checkpoints, and a CNAS-certified testing center, supported by 50+ patents including a proprietary intestinal protection formula and dual-probiotic (Bb-12/HN019) technology from Chr. Hansen.
The technology base centers on pharmaceutical-grade manufacturing standards applied to infant nutrition, featuring dual-steam dual-grinding processes, enzymatic hydrolysis, and global ingredient sourcing from suppliers including Chr. Hansen, Hilmar, Danisco, AAK, and Arla. The business model is predominantly consumer goods: revenue is generated through unit pricing across product tiers, sold via a B-end channel network of regional distributors and mother-baby store chains in East, South, and Central China, complemented by D-end e-commerce through Tmall and JD.com flagship stores. The GTM motion is sales-led with enterprise field sales structures (regional managers, city group managers, provincial promotion managers), supported by the Human Zhichu Academy training platform and brand events such as the Feeding Love Complementary Food Festival and Transparent Factory Tours. The company has 10 wholly-owned subsidiaries including manufacturing, marketing, e-commerce, biotech, and overseas operations (PAMIRA芭米拉 Thailand factory), and maintains R&D partnerships with Nanchang University, Jiangnan University, and South China University of Technology.
NEWBORN firmographics
Firmographics- Name
- NEWBORN
- Legal name
- 江西人之初营养科技股份有限公司
- Website
- https://newborn360.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NEWBORN (人之初集团) is a Chinese nutrition group manufacturing infant formula, complementary rice cereals, children's growth formula, and family nutrition products, serving consumers across the full life cycle and distributing via mother-baby store networks, regional distributors, and Tmall/JD.com e-commerce channels.
- Ownership category
- akta.pro rank
NEWBORN industry classification
Industry- Product category
- Infant Nutrition and Dairy Products
- NAICS
- Dairy Product Manufacturing (3115), Food Manufacturing (311), Snack Food Manufacturing (31191)
- SIC
- Dairy Products (2020), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Organic & Clean-Label Baby Nutrition (CRADAEAK)
- akta.pro secondary industries
- Toddler & Growing-Up Milk (12+ months) (CRADAEAC), Specialty & Medical Infant Formula (Hypoallergenic, Lactose-Free, Metabolic) (CRADAEAB), Baby Nutrition for Special Diets (Gluten-Free, Kosher/Halal, Allergen-Controlled) (CRADAEAO)
Keywords
Where NEWBORN is headquartered
LocationHeadquarters
- HQ city
- Nanchangshi
- HQ country
- China
- HQ region
- Asia
Offices2 records
Markets served
NEWBORN business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Infant Formula Sales: Sale of infant formula products including 爱嘉贝比, 优邦草饲奶粉, and 贝诗慧纯羊奶粉 across different stages (Stages 1-3 for 0-3 years). Revenue generated from wholesale to retailers and distributors.
- Infant Complementary Food Sales: Sale of infant rice cereal products under 加力 brand, including various formulations such as probiotics, prebiotics, and organic options. These are the company's flagship products that established market leadership.
- Children's Growth Formula Sales: Sale of children's formula milk products targeting 3-15 years old, including UP1+1, 樂高K2, 樂膳V1, and 樂活 series.
- Family Nutrition Products Sales: Sale of adult nutrition products including 哎呀胃, 膳食纤维, 健康E家, 多维高钙, targeting whole family consumption from pregnant women to elderly.
- Nutritional Supplements Sales: Sale of nutritional supplements including 诺葆力乳铁蛋白 and 诺葆力乳糖酶 for specific health needs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Infant Formula Products (0-3 years) |
| Unit Pricing | Pay-as-you-go | Infant Complementary Food (Rice Cereal) |
| Unit Pricing | Pay-as-you-go | Children's Growth Formula (3-15 years) |
| Unit Pricing | Pay-as-you-go | Family Nutrition Products (All ages) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
NEWBORN product offering
Product offeringCore offering
NEWBORN (Ren Zhi Chu Group / 人之初集团) is a Chinese industrial group that develops, manufactures, and sells dairy products and infant nutrition foods. Its portfolio spans infant formula (Stages 1-3 for ages 0-3), complementary rice cereal (its flagship "加力" line), children's growth formula (UP1+1, 樂高, 樂膳, 樂活), student formula, adult and elderly nutrition (哎呀胃, 膳食纤维, 健康E家, 多维高钙), maternal nutrition (臻护妈妈), and nutritional supplements (诺葆力乳铁蛋白, 诺葆力乳糖酶).
Differentiator
Problem solved
Functional benefit
Brands
- 爱嘉贝比: Infant formula brand with products for infants 0-3 years (segments 1-3).
- 优邦
- 贝诗慧
- 加力
- 诺葆力
- UP1+1
- 樂高
- 樂膳
- 樂活
- 学时优
- 哎呀胃
- 健康E家
- 多维高钙
- 臻护妈妈
- 膳食纤维
- 璀然
- PAMIRA芭米拉
Products and services
- 爱嘉贝比 Infant Formula (Stages 1-3, 0-3 years) Infant formula milk powder in 800g packaging across Stages 1, 2, and 3, targeted at infants 0-3 years old.
Quantifiable outcome
- 连续多年荣获'中乳协'质量金奖
- +3 more outcomes
Companies that use NEWBORN
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
NEWBORN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
NEWBORN partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered major, core and standard.
- 中婴商情 (China Baby Business)majorJoint live streaming event partnership for UP1+1 children's formula launch. Co-marketing platform for product promotion and brand exposure to mother-baby industry professionals.
- 丹麦科汉森 (Chr. Hansen)coreGlobal leader in probiotic ingredients providing Bb-12 and HN019 probiotic strains for infant nutrition products. Key ingredient supplier for probiotic formulations.
- 南昌大学 (Nanchang University)coreStrategic research partnership with Food Science Key Laboratory. Joint establishment of '人之初(营养)研究院' and cooperation on product R&D. Deep technical collaboration for product innovation.
- 江南大学 (Jiangnan University)majorTechnical cooperation on food science research and product development. University partnership for academic research and talent development.
- 华南理工大学 (South China University of Technology)majorTechnical cooperation on food technology and nutrition research. University partnership supporting product innovation and development.
- 美国希尔玛 (Hilmar)standardGlobal ingredient supplier for dairy and nutritional ingredients.
- 美国丹尼克斯 (Danisco)standardGlobal supplier of functional ingredients and enzymes for food applications.
- 瑞典AAKstandardGlobal supplier of specialty vegetable oils and fats for nutritional products.
- 意大利诺斯 (Norst)standardInternational ingredient supplier for nutritional formulations.
- 丹麦阿拉 (Arla)standardEuropean dairy cooperative providing premium dairy ingredients.
- 日本Grand DesignstandardJapanese ingredient and formulation design partner for specialized nutritional products.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
NEWBORN competitors and assessment
Company assessmentBroad incumbents
- Abbott Laboratories: Global healthcare major with significant China infant formula presence (Similac, Eleva). Competes in premium infant nutrition with multinational scale and brand recognition.
- Yili (Inner Mongolia Yili Industrial Group): China's largest dairy conglomerate with significant infant formula operations (including acquired Westland). Overlaps in infant formula and milk powder categories but operates as a broad dairy incumbent versus Ren Zhi Chu's infant-nutrition focus.
- Mead Johnson Nutrition (Reckitt): Owned by Reckitt; markets Enfamil infant formula in China. Established multinational competitor in the Stage 1-3 formula segment with strong hospital-channel presence.
- Mengniu Dairy: Major Chinese dairy group with infant formula sub-brand (e.g., Yoyi-C). Competes in milk powder and nutrition segments with substantially broader dairy portfolio.
- Danone: Multinational with Aptamil and Nutrilon infant formula brands, plus dairy operations. Competes in China premium infant formula with strong Chinese-market localization.
- Nestlé: Global F&B leader with major infant nutrition business (NAN, Illuma, Gerber). Dominant multinational competitor across all infant formula stages and complementary foods.
Direct peers
- Synutra International: China-focused infant formula manufacturer (Shengyuan brand) with similar end-to-end dairy-to-formula value chain. Direct competitor in premium infant nutrition segment.
- Beingmate Baby & Child Food: Chinese infant formula and complementary food company with similar product portfolio (Stages 1-3 formula, rice cereal). Direct competitor in mid-tier domestic infant nutrition segment.
- Feihe (China Dairy Holdings): China's leading domestic infant formula brand (Astrabamum series), directly competing in 0-3 stage infant formula and complementary foods. Most relevant peer given overlapping product portfolio, Chinese market focus, and premium positioning strategy.
- Ausnutria Dairy: Dutch-Chinese infant formula group (Kabrita, Hyproca) targeting premium goat and cow milk formula segments. Competes directly in the 0-3 stage premium infant formula niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
NEWBORN social profiles
Digital presenceNEWBORN financial estimates
Financial estimateRevenue estimate
Valuation estimate
NEWBORN leadership team
Management profileNumber of profiles
Profiles5 records
NEWBORN subsidiaries and ownership
Company hierarchySubsidiaries9 records
NEWBORN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NEWBORN M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NEWBORN
What does NEWBORN do?
NEWBORN (Ren Zhi Chu Group / 人之初集团) is a Chinese industrial group that develops, manufactures, and sells dairy products and infant nutrition foods. Its portfolio spans infant formula (Stages 1-3 for ages 0-3), complementary rice cereal (its flagship "加力" line), children's growth formula (UP1+1, 樂高, 樂膳, 樂活), student formula, adult and elderly nutrition (哎呀胃, 膳食纤维, 健康E家, 多维高钙), maternal nutrition (臻护妈妈), and nutritional supplements (诺葆力乳铁蛋白, 诺葆力乳糖酶).
Is NEWBORN a public or private company?
NEWBORN is a private company. It is classified as public and is currently operating.
When was NEWBORN founded?
NEWBORN was founded in 2001. It employs 11 to 50 people.
Where is NEWBORN based?
NEWBORN is headquartered in Nanchangshi, China, in the Asia region.
How does NEWBORN make money?
Five revenue lines are on record. Infant Formula Sales are the primary driver. The others are infant Complementary Food Sales, children's Growth Formula Sales, family Nutrition Products Sales and nutritional Supplements Sales.
Who are NEWBORN's main competitors?
Broad incumbents on record are Abbott Laboratories, Yili (Inner Mongolia Yili Industrial Group), Mead Johnson Nutrition (Reckitt), Mengniu Dairy, Danone and Nestlé. Direct peers are Synutra International, Beingmate Baby & Child Food, Feihe (China Dairy Holdings) and Ausnutria Dairy.
Does NEWBORN have an API?
No public API is recorded for NEWBORN.
What industry is NEWBORN in?
NEWBORN's product category is Infant Nutrition and Dairy Products. Its primary akta.pro industry code is CRADAEAK, Organic & Clean-Label Baby Nutrition, with a secondary code of CRADAEAC, Toddler & Growing-Up Milk (12+ months). Its NAICS code is 3115 and its SIC code is 2020.